Antecedents to purchase intention in virtual market space in India: an empirical investigation

This research attempts to integrate the Virtual Try-On technology, an application of image integrative technology, and the technology acceptance framework to examine the influence of interactivity and customer involvement on the online shopping experience. It attempts to empirically test the conceptual model to establish how the virtual trial of apparel attributes influences conative responses towards an apparel retail website. The antecedents of the conative response (purchase intention) have been empirically validated for a sample size of 410 internet users in India specifically of the millennial cluster. Result reveals the importance of confidence in apparel fit, utilitarian value, and hedonic value in strengthening the purchase intention of an online shopper.Body esteem is also a significant antecedent to purchase intention, while customers shop online. This research endeavor affirms the role of a virtual trial in strengthening the purchase intention in the virtual market space. The outcomes of this study add to the body of knowledge about the efficacy of Image Integrative Technology.